Analyse a Brand Community of Harley Davidson

Analyze a brand community of Harley Davidson. In this analysis you should give a short overview of the main characteristics of a brand community and justify how your chosen community has these characteristics. Table of Contents Analyze a brand community of Harley Davidson…

Introduction

Whenever one thinks of Harley Davidson, the first thing come in the mind is of course the bike but alongside they probably may think of an open dessert highway with open jacket and boots and an exhaust rumbling that could make a jet engine meek. The bike stands for individuality, freedom and rebelliousness. And these qualities are reflected on a Harley Davidson rider (As One, 2011). The brand community which will form part of the report is Harley Davidson Owners Group. It is a community which was started in 1983, a web based community. This community is supported financially by Harley Davidson (Donaldson & Toole, 2007, p.153).The club has more than million members around the world. The members of the Harley Davidson owners group tend to be a little different. It has a heritage of the early 1903 and it has been associated with loners and rebels. The motor cycle is referred as personal expression. The Harley Davidson riders are not just buying a machine which is faster, bigger and powerful but they are buying lifestyle. The bike is all about brotherhood and self expression, hanging out with friends and travelling easy (Stermer, 2007, p.20). Subculture Subcultures of consumption are distinct and it is for a homogeneous group who are formed for a particular set of consumption or activities. Harley Davidson motorcycle owners form such a group of subculture. ...

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